Exhibit Advisory Committee

[ EAC Contact Information ]

The purpose of the EAC is to foster relationships between exhibitors and AHIMA to provide an exceptional experience at the AHIMA convention.  The EAC solicits input from and represents all AHIMA exhibitors, reviews and sets exhibit related policies and acts as a resource and provides support to exhibitors throughout the year. 

As you begin to prepare for the convention, AHIMA encourages you to contact any or all of the EAC members with questions about exhibiting, or with comments and suggestions about the upcoming convention.

Here are just a few tricks of the trade that the EAC would like to share with you to help make your exhibition a success!  

Amy Souza-Gagnon, Manager of Tradeshows & Events for Dictaphone Corporation

Don’t write a novel.

Don’t fill your exhibit walls with copy describing every benefit of each product your company offers. Studies show you have a mere seven seconds to attract a customer walking past a trade show booth giving attendees only time enough to look at graphics, not read paragraphs. Go for impact over information. Big, bold images and concise copy are most effective on the show floor.

Engage the Attendee.

Ask open-ended questions - beginning with who, what, where, when, why or how.  Example: “What are your objectives in the show hall today?” “How can you see using (product) in your hospital?” “Tell me a little about ….”  Avoid questions, such as: "Can I help you?" "How are you?" Are you enjoying the show?"

Remove Barricades.

Eliminate physical and psychological barriers to your booth by making it open and inviting. An exhibitor talking on a cell phone, working on a laptop, eating/drinking or with his/her back to the aisle says to an attendee, “I’m too busy or not interested in talking to you.” Why exhibit at a tradeshow if you don’t want to meet the attendees? If you have an inline booth with only one open side, never place your table parallel to the aisle at the front of your exhibit space, thus blockading anyone from entering. The table act as a wall between you and the attendee.

Aaron Brandwein, SVP of Client Technical Services at Nauvalis Healthcare Solutions 

Be sure you have a way of collecting leads and marking the leads as to their level of interest i.e. bar code readers.

Educate booth staff as to the unified message you want communicated. You don’t want to confuse attendees with conflicting messages.

Provide booth staff with a predetermined show schedule to get staff in the right place at the right time.

Look for any main show theme that you could build your theme around.

Hire a management company to manage show services, booth install/dismantle, and shipping. By doing this it keeps your company focused on main objectives.

Pre-arrange product demonstrations and meetings with clients and prospects who will be attending the show.

Make customer dinner/entertainment reservations well in advance of show.

Always check the show sessions schedule to ensure the key events in your booth, or in the evening, do not conflict.

Be sure you have a good pre-defined plan on booth draw and booth flow. Keep in mind hiring professional booth talent can make this process much smoother.

Keep bottled water in your booth for staff and clients. This will aid in keeping staff/clients in your booth longer. Also, make sure it is in an inconspicuous area.

Keep mints and gum available so staff breath will stay fresh.

Julie Clark, Marketing Director of Exhibits and Events for Optio Software

Call all show contractors 7 days before the event and confirm all orders. Don't forget to get the name of the person you are talking too.

Track all freight and bring all tracking information with you to the show.

Bring copies of all paperwork to the event.  Also, make sure the person setting up the booth has a copy of all forms and booth blueprints as well.

Don’t forget to list your booth number on all of your direct mail pieces, advertisements, flyers, and brochures. 

Becky Monroe, Education Project Manager at the Department of Veterans Affairs

On-Site Booth Manager: 

Many times the person who does the ordering / financial arrangements for the booth does not travel with the booth.  Make sure that the on-site booth manager has a copy of all orders that have been placed for supplies and services.

Make sure that everyone working in the booth knows who the on-site booth manager is, and make sure any deliveries (usually paperwork) are given to that person.   Do you have a person designated to pick up your Exhibitor Welcome Kit at exhibitor registration?  And does everyone staffing your booth know who that person is?   This year another VA person picked up our booth package, and I missed our booth selection time for the next convention because of it.   

Booth cleaning:  

Wastebaskets and trash pickup, vacuuming is not automatic.   Wastebaskets need to be ordered through the decorator unless you bring your own, and if you do not contract for trash pickup and vacuuming you will need to do it yourself.  

Shipping Labels:  

Prepare all of your outbound shipping labels and bring them with you to the show if possible.  You will need to fill a bill of lading for each address you are shipping to, and you will need to make sure that the bills of lading are turned in before you leave the exhibition hall.  

Booth Etiquette:

Booth staffers should be greeting the attendees as they walk by the booth, not talking amongst themselves.  Staffers who are sitting and talking amongst themselves do not look inviting. 

Website Addresses and Handouts:  

Attendees are becoming more and more conscious about finding more information in an electronic format or on a website.    If you have a website to refer attendees too – make sure you have something to hand them with the website address on it – whether it’s a notepad, a pen or something as simple as a business card with the website address.   Attendees are also asking about receiving materials in an electronic format (CD or DVD).  

Booth Selection for the next year:   

Booth selection materials are delivered in the initial packet at the show.   Make sure to be on time and have the appropriate credit card privileges as you will need to pay for the selection at that time.   Have a couple of areas picked out that you might like for your next year’s booth, but be flexible as your first choice might not be available.   AHIMA will be available at booth selection.  They are knowledgeable and helpful, so don’t be afraid to ask for their advice. 

Tom Sloan, Regional Manager at Stat Solutions, Inc.

Turn your cell phones off or on vibrate. Spend your time talking to attendees and never interrupt a conversation with an attendee to answer a telephone call.

Always treat every attendee as if they are the decision maker because they may become that down the road.  This includes students!

Keeping the both clean and organized is a direct reflection on your company and will affect how attendees perceive your company.

You should always be standing during the show hours because it will make you more approachable for the attendees.

Always have a few special give aways that you can give out to someone that you feel is an exceptional prospect.  And it doesn't hurt to take your customers and prospects out to dinner, most are not reimburse for meals.

Doug Weinberg, President of Cobius Healthcare Solutions

Even if you are on a shoe-string budget, it is easy and inexpensive to dress up a booth.  Make exciting or interesting graphics on a computer and have them printed on large paper.  If people don't know you, fun graphics are a great way to catch the attention of attendees.  You can also provide inexpensive give-aways that will entice people to your booth. 

The convention is stage two of a three-stage process.  Stage one is to alert people to your booth.  Do a mailing before the meeting to let attendees know you are there.  Stage 2 is to sell attendees on your prooducts/services once they visit your booth.  Stage 3 is to follow up on your leads quickly.  Plan in advance how you will follow up.  Newer or smaller attendees often miss Stages 1 and 3, which are important steps.

Wear comfortable shoes.  Convention floors are concrete and you'll be standing a lot.

Lori Eytel Langley, RHIA, VP, HIM Services at MedScribe Information Systems, Inc.

Send out a pre-convention mailing so the attendees know who you are, what your companies does and where you will be located in the exhibit hall (booth #). Offer an enticement to get them to stop by your booth i.e., great give-a-way.

If you are a small company, be sure to plan your booth staff accordingly. Make sure that ALL your staff is there during dedicated exhibitor time. Use the idle time for breaks, phone calls, etc. so that everyone is fresh and ready for the attendees.

If your budget allows serve some type of “sweet treat.” After all, who can resist a hot chocolate chip cookie? The key is to draw in the attendees.

Have a pre & post meeting with your convention staff. Address strategies, scheduling and follow-up. This will assist in meeting company objectives.

Appoint someone as the “key” contact and make sure you have copies of all your paperwork. Do as much work before the show so that you can dedicate time to the attendees. Be sure to bring packaging supplies with you, i.e. tape, scissors, etc. as they may not be available on the exhibit floor.

Remember deadlines! The timelier you are in completing all your paperwork will not only save you money, but frustration too.

*If you have any questions about the tips provided above, please feel free to contact the EAC member who provided the tip(s) directly.  They would be more than happy to speak with you.